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Naturally Healthy Beverages in Denmark

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Executive Summary

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PROSPECTS

Sales supported by ongoing health and wellness trend

Sales of NH beverages continue to be supported by the strong health and wellness trend, which has led to demand for products that are more natural, without added sugar, fat, preservatives or other potentially harmful ingredients. NH tea and NH superfruit juice recorded pleasing growth in 2019.

Environmental concern and high-quality tap water impact sales of NH bottled water

NH bottled water recorded decline in 2019 as a large segment of Danish consumers refuse to buy bottled water as they can obtain clean drinking water from the tap. Tap water in Denmark is very clean and some tests have even found it to be of better quality than many bottled water brands sold in the country.

Perception of NH 100% juice being less healthy results in decline in 2019

One of the biggest categories in NH beverages, NH 100% juice, registered decline in 2019, impacting the overall performance of the entire NH category during the year. NH 100% juice’s poor performance is attributable to it falling out of favour with many health-conscious Danes who increasingly perceive it to be not fully natural and therefore a less healthy product.

COMPETITIVE LANDSCAPE

Aqua D’Or leads in 2019 thanks to its strong position in NH bottled water

Aqua D’Or leads naturally healthy beverages due to its strong positions in NH bottled water. Rynkeby Foods, meanwhile, ranks second as it has a solid presence in juice where it controls some of the most popular brands.

Private label is increasingly becoming a strategic focus area for the big Danish retailers

Private label has a relatively strong position in NH beverages in Denmark. It is increasingly becoming a strategic focus area for the big Danish retailers and there have been a number of new private label launches as retailers seek to challenge the dominance of the leading brands.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Naturally Healthy Beverages industry in Denmark with research from Euromonitor's team of in-country analysts.